Implementing customer focused service concept in Thailand's Mazda dealer workshop.

Abstract

This paper aims to study how to implement the customer focused service concept in Thai’s Mazda workshop. The usefulness of the car is based on the customer’s expectation. The expectation is not only up to the purchase of the car. It continues in after sales service. In this paper, investigated about service quality, standards and employee hospitality have the relationship with customer satisfaction and loyalty or not which nowadays, most of the company believed that quality of service has become an aspect of customer satisfaction. Qualitative approach had been used to conduct an in-depth interview in the study between two groups of respondents to test how service quality, employees hospitality and skills impacts to customer satisfaction and loyalty to Mazda service workshop. First group; conduct an interview with customer who drive Mazda’s car and takes their car to service center to periodic maintenance and general repair. Second group; conduct an interview with employees who work as service manager at the dealer workshop. KEY WORDS: Customer satisfaction/ Service quality/ Hospitality/ Customer loyalty